Oct 28, 2013 | Alliance management, Communication, Management
A story on myself.
I am in the middle of a small project that requires considerable collaboration amongst people not used to collaborating. Always challenging.
In a conversation over the weekend with an old mate, wise in the ways of start-ups, he offered me a gentle shove by saying:
“Sometimes people spend huge amounts of time and energy getting their ducks in a row. Pity it does not really matter what they look like, it is what you do with the ducks that counts”.
Ouch.
What are you doing with your ducks?
Oct 25, 2013 | Branding, Customers, Marketing, Social Media
Sick of the avalanche of unsolicited email coming in to your inbox? Most of us are, and my kids have reacted by virtually turning email off, and using social media to communicate with those in their circles. The volumes however, continue to go up, as email simply works as a marketing medium when done well.
Clearly, there is a “Trinity” that is evolving in marketing as the 21st century progresses.
Social media
Email
Content.
All are different, all have a place, all require different skills to be successful.
Social media is a “pull” tool, voluntary, people are free to dip in and out at their discretion. The task of the marketer is to make it interesting, engaging, and provide the reasons for people to keep on coming back.
Email is a “push” tool. Find a mailing list, and send stuff out. However, with an open rate for unsolicited emails in the low single figures, the challenge is to not just get the mail opened, but to get the recipient to do something with it.
Content is the stuff that has to be interesting, and targeted to the concerns, problems, and competitive environment of the recipient, and is glue that holds email and social media together. Neither are likely to be any good without the glue of effective content.
So, to be effective, spend lots of effort getting the right glue, then making sure you use it properly.
Oct 23, 2013 | Innovation, Marketing, Strategy
Innovation takes up a lot of my time, and whilst successfully bring a new product to market is a huge task, challenging as it does all sorts of personal, organisational and financial barriers, it can nevertheless be broken down into a few, simple two dimensional components.
- Needs that are unmet, Vs needs that are unrealised. Around us, there are unmet needs everywhere, and a better mousetrap can be successful. Unrealised needs are a different beast, as users do not know what they do not know, and it is only after they have seen a solution that they realise there is a need. Again, there are examples all around us products that were launched not as a competitor to an existing product, but to a need we had not articulated. Traditional market research works well identifying unmet needs, but is ineffective at identifying unrealised needs. In that case you need a tonally different set of skills, all too rare.
- Technology driven Vs Customer driven. Customers are constantly looking for ways to solve their problems more effectively, cheaply, and quickly, seeking as they do competitive advantage through the deployment of their limited resources. Getting close to customers in this endeavour is a core part of my marketing philosophy. Technology driven innovation by contrast is almost a solution seeking a problem, to unrealised need. Digital technology over the last 15 years has unleashed a huge wave of technology driven innovation, all seeking a place to be leveraged. The classic here, in view, is Jeff Han’s amazing 2006 TED talk, where he demonstrated what we would now call a touch screen, before anyone had thought of the numerous applications now so commonplace, we do not notice them.
In my view, the key organisational challenge is to have all the components of these two simple axes in the room at the same time. Customers articulating problems, technologists articulating the developments relevant to the conversation, from whichever domain they arise, intelligent, curious marketers, and a failure tolerant, ambiguity accepting, long term thinking management culture.
Oct 22, 2013 | Change, Demand chains, Marketing, Strategy
The success of the last 250 years in western economies is based on the economies of scale. Harnessing technology to deliver greater productivity per unit of input, capital, labour, and raw material.
All industries have been disrupted from the cottage stage to industrial, and the change has spawned industries unimaginable even to our fathers.
Agriculture has been no different, “factory farming” is the standard, even it is it still outside in a paddock.
It now would appear to me that there are the beginnings of a reverse disruption, accompanied and enabled by the removal of organisational and arbitrage barriers enabled by the web. Words and phrases like “Local” “sustainability ” fresh” “product provenance” and “demand driven” keep on coming through. A small but increasing number of consumers are seeking out products that deliver these promises, and a few specialist retailers are suddenly seeing the emergence of a consumer group who will not be seduced by the giant retail chains.
A semantic disruption?
Agriculture in the Sydney basin has been under pressure from development for the last 50 years, and with some exceptions concentrated in intensive industries, has become increasingly marginal. There is not much left to meet the demands of this consumer driven semantic disruption as it evolves. However, those who are left, both producers and specialist retailers, have an opportunity to alter their business to leverage the emerging disruption.
Oct 21, 2013 | Communication, Governance, Lean, Operations
I had a post prepared for this morning, relating to the evolution of “local” agriculture, specifically around Sydney.
However, the events of the weekend, the burning of Sydney’s surrounding bushland, including several of the farms of those I have been talking to, seems to make everything else trivial by comparison. Getting your head around the scale of the fire disaster facing us is difficult, for most of us, most of the time, as it is no-one close to us who is affected, so can be pushed aside as we go about our business.
This morning is different.
Walk outside your comfy suburban home, and look at the sky, smell the smoke, observe the odd orange light, and you just know this is different, it is not just another Sydney summer bushfire. Hurts to wonder what may happen when summer actually gets here.
As we watch and listen to the news reports, there is a huge application of technology and human effort to managing the logistics of the fire-fighting effort, but one shot on a news report caught my attention. Behind all the activity of the control centre, the people on phones and computers, handling reports and updates, stood a big whiteboard, what appeared to be a visual record of the fires, their relative risk, resources deployed, resources expected and in reserve.
It always happens, people relate to visual material, when under pressure, a picture can immediately summarise a situation that words alone cannot, so they tend to gravitate to pictures, or a whiteboard in a large group situation, something that can be kept up to date in real time, that all people who need to see it, can see it as it evolves. The whiteboard is perhaps the best collaboration tool ever invented.
When the fires are out, the cleanup someone elses problem, and the inevitable wrangling with insurance is the news topic of the day, the lessons of visual should remain with all of us as we go about improving the way we go about achieving goals.
Our thoughts go to all those who have been impacted by the fires, ands will be over the next few days as the fires continue to ravage Sydney’s bush outskirts. Our grateful thanks for the courage, and committment of the “fireies”
Oct 18, 2013 | Marketing, Personal Rant
Bushfires are raging, again, around NSW, houses lost, businesses destroyed, kids stressing out because they cannot get to HSC locations, and “fireies” putting themselves in harms way.
Yet, we watch, are concerned, but go about our dailies as best we can.
Last weekend my sons car was one of those caught in the fire at Olympic park, another of the many started by some idiot $???%%$# throwing a cigarette.
Whilst it was just a car, well insured, and with few personal things in it, the impact on our emotions as we waited to find out if his was one of the 43 destroyed was significant, because it was close to us, happened to us, and not somebody we did not know.
It is the same in all aspects of our lives, the closer we get, the more we feel it, whatever “it” is.
Herein lies the fundamental truth about marketing.
Understanding what is happening in a consumers mind, how they are responding to some stimulus, how their emotions are playing out, in response to the stimulus you are delivering, is the key to engaging with them.
My Dad always repeated the advice of Niccolo Machiavelli, to hold your friends close, but your enemies closer, but it seems to me that adding your customers to that list of bosom buddies is also crucial.
